On June 9, at the iconic Caravelle Saigon Hotel, organizers officially unveiled Premium Beverage Experience Vietnam 2026 (PBE Vietnam 2026), the country’s first dedicated exhibition focused exclusively on premium beverages and fine foods. Taking place on 25–26 June 2026 at The Adora Center in Ho Chi Minh City, the event is set to become a new meeting point for professionals across the F&B, hospitality, and premium beverage sectors.
The press conference was attended by representatives from the Consulate General of Italy in Ho Chi Minh City, the Italian Trade Agency (ITA), HENOTO Vietnam, United Experience, the Vietnam Sommelier Association, and the Ho Chi Minh City Food and Foodstuff Association (FFA). Their presence underscored the growing importance of Vietnam as an emerging market for premium food and beverage experiences in Southeast Asia.
A New Exhibition Model for the Beverage Industry
Unlike conventional trade fairs, Premium Beverage Experience Vietnam 2026 is designed as an integrated platform that combines business networking, professional education, cultural exchange, and immersive experiences.
The event is expected to bring together more than 75 premium food and beverage producers alongside 40 experiential lounge spaces, offering visitors opportunities to discover new products, connect with industry leaders, and explore emerging trends shaping the future of the sector.
In addition to product showcases and tastings, the programme will feature B2B matchmaking sessions, industry masterclasses, market insights, and expert-led discussions, creating valuable opportunities for both local and international stakeholders.
Celebrating Italian Excellence
One of the highlights of this year’s event is the participation of the Italian Trade Agency (ITA) and leading Italian producers through Italia del Vino Consorzio.
Visitors will have the opportunity to explore renowned brands such as Ferrari, Marchesi di Barolo, Zonin, and Santa Margherita, while gaining deeper insights into Italy’s rich gastronomic heritage.
The exhibition will also host Italian Taste Experience, an interactive culinary space featuring live pizza and fresh pasta demonstrations by Pasta Fresca, alongside tastings of Prosciutto di Parma, premium Italian cheeses, and live mozzarella-pulling performances.
Women in Wine & Spirits: Celebrating Female Leadership
A notable initiative within the exhibition is Women in Wine & Spirits (WIWS), a programme dedicated to recognising and celebrating the contributions of women in the global premium beverage industry.
From winemakers and distillers to sommeliers, bartenders, communicators, and business leaders, women continue to play a vital role in shaping the industry’s future. Through networking opportunities and knowledge-sharing sessions, WIWS aims to foster diversity, inclusion, and sustainable growth within the sector.
Vietnam’s Growing Role in Southeast Asia
As Vietnam continues to emerge as one of Southeast Asia’s most dynamic F&B markets, Premium Beverage Experience Vietnam reflects the country’s increasing relevance within the regional beverage landscape.
Expected to welcome 600–800 trade visitors, including importers, distributors, hospitality professionals, and beverage specialists, the event offers a timely platform for meaningful collaboration and long-term partnerships.
More than just a trade exhibition, Premium Beverage Experience Vietnam 2026 represents a broader shift in how fine beverages are perceived—not merely as products, but as expressions of culture, craftsmanship, and human connection.
For professionals working across food, wine, spirits, and hospitality, PBE Vietnam 2026 promises to be one of the most significant industry events of the year.
Premium Beverage Experience Vietnam 2026
Date: 25–26 June 2026
Venue: The Adora Center, Ho Chi Minh City, Vietnam
Register here. The ticket is free
- https://winesexperience.com/ho-chi-minh-city-wine-expo-2026
Phuong Maxy began her journey as a storyteller, sharing untold stories about people in the wine industry on her personal blog. She also contributes to international publications, bringing perspectives from Vietnam’s emerging wine culture to a global audience.
With over 10 years of experience in wine marketing and communications, Phuong is passionate about connecting people, culture, and knowledge through the world of food and wine.
Her work has been recognized as one of the Top 50 Influential Women and awarded Writer of the Year by Women in Wine & Spirits Award 2025.
